Has your Education Technology (EdTech) company been stuck in the same place for a long time? If so, perhaps it is time to begin working on finding new ways to scale it to the next level.
If you have not heard the term ‘growth hacking’ yet, it’s a new collection of techniques that can help EdTech firms grow and gain a competitive edge. While things like viral video clips of cats is one growth hack, we’re going to show you the ones that are much more suitable to your B2B Education Technology (EdTech) firm. One effective collection of growth hacks includes the recognition of a potential prospect and development of content to lead them through the journey to being a delighted customer. Seem like a dream? It isn’t really. The method is called Inbound Marketing and Sales.
Inbound Marketing and Sales strategies have been proven to be reliable in scaling companies. According to a recent study by Hubspot, 59% of marketing experts reported that Inbound marketing created better leads compared to traditional outbound marketing, and at 61% less costly compared to outbound channels! This indicates that traditional marketing and sales approaches such as paid marketing, cold calling, website advertising, trade show, seminars, and purchased email lists are becoming less reliable for scaling sales.
Below are 6 fantastic growth hacks for scaling your Education Technology (EdTech) firm utilizing the Inbound Methodology:
1. Identify your ideal prospect
One of the most vital actions to scaling your company is to identify the ideal customer that you want to target. Identifying your ideal customer with strategy will help you create content specifically for them. When outlining the attributes and characteristics of this ideal customer, generally described as ‘buyer persona’, consider their work duties, their goals and objectives, their difficulties and challenges, as well as their decision-making process. You could get this information by visiting appropriate online discussion forums or doing research on your target market, and even jumping on a phone call with existing clients that fit that account. As soon as you have collected all this info, you can assign an imaginary name such as ‘Medical Director Doris’ or ‘Clinician Clement’ to your personas.
2. Produce targeted content
Take time to frequently release content that addresses the common concerns raised by your buyer personas. Text-based content such as blog posts, case studies, white papers, and ebooks can be effective for providing info. Engaging titles with the best keywords that maximize your content for the search engine will get the attention of your target market. Make sure your content production team stays away from using excessive Education Technology (EdTech) jargon which can wind up confusing your readers. According to Hubspot, ‘Visual content is 40X most likely to get shared on social media compared to other kinds of content‘. For that reason, your content strategy must also include visual content, such as infographics and video clips, along with text-based content.
3. Nurture your leads
Getting leads is not enough to efficiently scale your Education Technology (EdTech) business. You need to nurture your potential customers according to the four phases of the buyer’s journey: Attract, Convert, Close, and Delight. When a prospect sends their contact info in exchange for your premium content, they become a lead. Build a lead nurturing campaign with your marketing and sales team that will offer valuable info through email. As soon as a lead makes a purchasing decision and the deal is closed, continue to delight your new customer with even more terrific content. Establishing solid partnerships with your consumers is a great way to convert them into evangelists of your brand. They will share your content with their fans, and bring in even more leads to your site.
4. Automate your process
As your organization expands, it will become more challenging to engage each of your clients on an individual basis. To maximize time, it would be a good idea to switch from manual to automated systems. You could make use of marketing automation software programs to get contacts and send out individualized emails to your leads. These emails will be automatically activated from the minute somebody sends their contact information on your website. This email collection will nurture leads till they convert to consumers.
5. Utilize online testimonials
According to research by Search Engine Land, 72% of customers count on online reviews just as much as referrals from individual associates. Flooding the internet with positive testimonials can be a reliable strategy for growing your company. These testimonials can be case studies demonstrating how your Education Technology (EdTech) business helped your consumers address issues and overcome their challenges. Provide testimonials that show what was accomplished. For instance, you might point out that your customer reduced their customer acquisition costs by 50% in three months. You can also create a specialized testimonial page on your site with quick reviews from various consumers. Make sure to mention the name of the individual and their company along with a photo to show your target market that the testimonial originates from a trustworthy source.
6. Make use of LinkedIn
Research by Social Media Examiner found that 89% of B2B marketing professionals use LinkedIn. You could use LinkedIn to develop brand recognition, generate leads, or even develop strategic collaborations. The first step is to create a professional company page that contains your business’ information. Optimize your page using keywords to make it easier for potential customers to find you online. Remember to include a lot of links to your company’s website. Take time to post informative content on your timeline to keep your followers engaged. Your content needs to show product thought leadership, organizational thought leadership, and industry thought leadership. This will develop trust with your fans and enhance possibilities of turning them to leads and eventually, buyers. You can also use paid advertising to ensure that your content shows up on the timeline of the potential customers you are targeting. LinkedIn Company Page Analytics will help you track the efficiency of your content.
The final word
Scaling your Education Technology (EdTech) firm won’t happen overnight, but with the appropriate strategies, your company will increase its ROI and customer base. The Inbound Methodology is an effective set of long-term strategies that will help you accomplish your business goals of scaling and growth.
It can be tough for even the best marketing and sales team to do all this alone. We’ve worked with many Management Directors and CEOs to grow their organizations using the Inbound Methodology. Don’t hesitate to book a free strategy session now to help you review your resources and gain beneficial insights so you can scale your B2B Education Technology (EdTech) business. We’re here to help!